Maggie Henley

About

High-impact Paid Media Specialist and growth marketing consultant with 8+ years driving scalable growth across search, paid social, and programmatic/CTV channels. Manages large budgets, improves CPA/CPL efficiency through advanced bidding and segmentation, and accelerates acquisition with data-driven optimization and structured experimentation. Experienced translating performance analytics into actionable strategies and partnering with analytics, product, and creative teams to deliver measurable revenue impact across full-funnel acquisition.

Experience

• Demand Generation & Lifestyle Marketing Consultant · BOL Agency11-01-2025

  • Own execution and optimization of multi-channel paid media campaigns across search, paid social, and programmatic • Drive performance improvements through bidding strategy optimization, audience segmentation, and creative testing • Partner cross-functionally with analytics, creative, and strategy teams to align campaigns with KPI targets and growth objectives • Translate performance data into actionable insights, informing testing roadmaps and scaling strategies • Lead campaign QA across ads, tracking, and landing pages to ensure accuracy and performance integrity • Manage budget pacing and allocation across multiple campaigns, maximizing return and efficiency • Supported full-funnel acquisition strategies by integrating CTV and video channels alongside performance media to expand reach and improve downstream conversion efficiency • Partnered with analytics teams to evaluate incremental impact of upper-funnel channels, using performance trends and audience behavior to inform budget allocation and scaling decisions

• Digital Marketing & Growth Consultant · Independent & Agency Clients01-01-2019

  • Execute and optimize acquisition campaigns across Google Ads, Meta, LinkedIn, and emerging platforms (TikTok) • Develop and implement structured experimentation frameworks across creative, targeting, bidding, and landing pages • Build advanced audience segmentation strategies to improve targeting precision and conversion rates • Implement and maintain end-to-end tracking (GA4, GTM) to support accurate performance measurement and attribution • Deliver clear, insight-driven reporting tied to KPIs, growth opportunities, and optimization priorities • Conduct competitive analysis and platform research to identify opportunities to scale performance • Activated programmatic and CTV campaigns via platforms such as StackAdapt and DV360, aligning upper-funnel reach with retargeting and conversion-focused channels • Applied full-funnel measurement approaches, connecting awareness efforts (CTV/video) to lower-funnel performance through audience segmentation and retargeting strategies

• Marketing Strategy Lead · Purdue University Global09-01-2022 – 01-01-2026

  • Led paid acquisition execution across search and digital channels to support enrollment growth • Improved conversion efficiency by 18% through optimization of targeting, bidding strategies, and campaign structure • Partnered with cross-functional teams to align campaigns with CRM data, audience insights, and lifecycle strategy • Monitored performance metrics and delivered insights to support ongoing optimization and growth

• Assistant Director of Admissions (Marketing & Paid Acquisition) · Francis Marion University11-01-2021 – 09-01-2022

  • Led paid search and paid social strategy, driving 31% YoY growth in applications • Optimized campaigns through keyword targeting, audience segmentation, and bid strategy improvements • Improved conversion rates through landing page and messaging optimization

• Marketing/Development Manager · Alzheimer’s Association05-01-2019 – 09-01-2021

  • Executed digital campaigns supporting fundraising and audience engagement initiatives • Improved campaign performance through targeting, testing, and data-driven optimization strategies

• Marketing Coordinator · Milwaukee Brewers Baseball Club02-01-2017 – 05-01-2019

  • Supported digital advertising campaigns contributing to $175K+ in incremental revenue • Assisted with campaign tracking, reporting, and audience targeting initiatives

Education

• University of Wisconsin-WhitewaterMaster of Business Administration – Marketing & Management, Marketing & Management
• Marquette UniversityBachelor of Science – Marketing & Public Relations, Marketing & Public Relations

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